Marketing Communication

Marketing Communication challenges the orthodox view of marketing communication. Using references to communication studies, cultural studies, and critical management studies, the focus of managing marketing communication is shifted from message-making to relationship-building. This textbook provides a contemporary examination of marketing as a social process. The scope of communication theory is broadened and a two-way conception of communication is introduced. The existing model of marketing communication is replaced with a new and exciting concept, that integrates the relational and social emphases of the twenty-first century. Marketing Communication investigates the problems of organizing and locating marketing in a business corporation, management responsibility for planning and decision making, and the role of the marketing communication manager in contemporary society.

(Bookdata)

Bli först med att recensera och betygsätt boken Marketing Communication - du kan vinna 200 kr varje månad i tävlingen "Månadens recension".

Preface 1. An Introduction to Marketing Communication 2. A Communication Concept for Communicating 3. Consumer Behaviour and Communication 4. Marketing Communication Ideology 5. Managing with Stakeholders in Mind 6. Inter-cultural Communication 7. The Marketing Mix as a Social Communicator 8. The Brand Communicator 9. Selecting Media of Communication 10. Identity, Image and Reputation 11. Internal Marketing Communication 12 Relationship Marketing 13. Integrated Marketing Communication 14. Advertising 15. Communication Strategies and Objectives 16. Planning, Evaluating and Controlling the Marketing Communication System and Programme 17. Professionalism 18. Contemporary Marketing Communication, Corporate Communication and the Future.

(Bookdata)